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MARKETING PUBLIC RELATIONS
A Marketer's Approach to Public
Relations and Social Media
Gaetan T. Giannini, Jr.
Cedar Crest College
Prentice Hall
Boston Columbus Indianapolis New York San Francisco Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto
Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
CONTENTS
CHAPTER 1: An Introduction to Marketing Public Relations
Classic and Cutting Edge: Harry Potter 3
What Is Marketing Public Relations (MPR)? 4
MPR and the Marketing Mix 5
What Can MPR Do? 6
MPR Opportunities 8
Basic Rules of MPR 8
Ethics and Values of a PR Professional 11
Ethics 11
PRSA Member Statement of Professional Values 11
Concept Case 1.1: An Introduction to The Falcon's Lair 12
Reflection Questions 12
Chapter Key Terms 13
Application Assignments 13
Practice Portfolio 13
CHAPTER 2: Marketing Public Relations and the Marketing
Communications Mix
Classic and Cutting Edge: Hannah Montana 15
Exchanges and Their Relationship to Marketing Public
Relations 16
The Marketing Communications Mix 16
Advertising and MPR 18
Sales Promotion and MPR 18
Personal Selling and MPR 19
Direct Marketing and MPR 20
Public Relations and MPR 20
Concept Case 2.1: Marketing Communications Mix 22
Positioning 22
Positioning Statement 24
Concept Case 2.2: Positioning Statement 24
The Communication Process 25
Connectors 25
Audience 27
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Reflection Questions 28
Chapter Key Terms 28
Application Assignments 29
Practice Portfolio 29
CHAPTER 3: MPR and the Organizations it Serves
Classic and Cutting Edge: Red Bull 31
Marketing Public Relations in an Organizational Setting 32
Human Resources and MPR 32
Investor Relations and MPR 34
Other Business Functions and MPR 35
Organizational Marketing Philosophies Evolve Toward
Embracing MPR 36
MPR and a Firm's Strategy Objectives 37
Economic Logic 38
Arena 39
Vehicles 39
Differentiators 39
Staging 39
Concept Case 3.1: Strategy 40
MPR's Role in Creating Brand Authors 40
Companies 41
Popular Culture 41
Customers 41
Influencers 43
Concept Case 3.2: Brand Authors 43
The Importance of MPR in Building and Supporting a Brand Value 44
Reputation Value 44
Relationship Value 44
Experiential Value 45
Symbolic Value 45
Concept Case 3.3: Brand Value 45
S.M.A.R.T. Goal-setting Brings Together MPR's Strategic
and Tactical Functions 46
The Anatomy of S.M.A.R.T.® Goals and Objectives 46
Concept Case 3.4: Goals 47
Reflection Questions 47
Chapter Key Terms 48
Contents
Application Assignments 49
Practice Portfolio 49
CHAPTER 4: The MPR Framework: Objectives, Target,
Connectors, Message, and Measure
Classic and Cutting Edge: Starbucks 51
Elements of MPR Process 52
Objectives 53
Consumer Decision-making Process 54
Need Recognition 54
Information Search 55
Evaluation of Alternatives 55
Decision and Post-decision 56
Concept Case 4.1: Objectives and Influencing the Decision-making
Process 57
Segmentation and Target Markets 57
Selecting a Target Market 58
Classifying Market Segments 59
Demographics 59
Psychographics 60
Behavioral 62
Concept Case 4.2: Target Market 63
Types of Connectors 64
Message 65
Measurement 65
Reflection Questions 66
Chapter Key Terms 66
Application Assignments 67
Practice Portfolio 67
CHAPTER 5: About the Media
Classic and Cutting Edge: ABC News 69
News Media versus Advertising Media 70
Basic News Media Classifications 71
Demographics and Psychographics 71
Format 72
Geography 73
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Size 74
Topic 74
Media Organizations and People 74
Relationships 74
Beats 75
Ethics 75
Concept Case 5.1: Local Media 76
Media Opportunities 77
Editorials 78
Expert Articles 78
Cases 78
Events 79
Interviews 79
Concept Case 5.2: Events 79
Media Convergence 80
Reflection Questions 81
Chapter Key Terms 82
Application Assignments 82
Practice Portfolio 83
CHAPTER 6: Non-media Connectors and Word-of-mouth
Classic and Cutting Edge: Earshot 85
Non-media Connectors 86
Word-of-mouth as a Marketing Tool 86
Creating and Sustaining Viral Word-of-mouth 87
Concept Case 6.1: Non-media Connectors 88
Reference Groups 88
Concept Case 6.2: Word-of-mouth and Groups 89
Experts and Opinion Leaders 90
Concept Case 6.3: Looking to Experts 91
Citizen Marketers 92
Filters 92
Fanatics 93
Facilitators 94
Firecrackers 94
Blogs 95
Online versus Offline Word-of-mouth 96
Contents
Concept Case 6.4: Customer Evangelists 97
Reflection Questions 97
Chapter Key Terms "98
Applications Assignments 98
Practice Portfolio 99 .
CHAPTER 7 Building a Connector List
Classic and Cutting Edge: Sunny Day 101
Connectors and Their Audiences 102
Identifying Connector Organizations 103
Concept Case 7.1: Selecting Appropriate Media 104
Evaluating Connector Organizations 105
Finding Connectors 105
Third-party Auditing Firms 105
PR Databases and Directories 108
Drilling Down to the People Level 110 ,
The Elements of a Connector List 110
Organizations 111
Individuals 111
Concept Case 7.2: Journalists and Bloggers 112
List Evolution 113
Using Your Connector List 113
Reflection Questions 115
Chapter Key Terms 116
Application Assignments 116
Practice Portfolio 117
CHAPTER 8: The Press Kit and Press Release
Classic and Cutting Edge: The Learning Channel 119
The Press Kit 120
Backgrounders, Fact Sheets, and FAQs 120
Writing Backgrounders 121
Backgrounder Construction 122
Formulating Fact Sheets and FAQs 123
Fact Sheet Construction 123
FAQ Construction 123
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Supporting Materials 124
Press Kit Formats: Paper versus Electronic 125
Concept Case 8.1: Getting the Facts Together 126
Purposes of a Press Release 126
Elements of a Press Release 128
Producing Press Releases 128
Headline 129
Lead 130
Body 131
Press Release Writing Tips 132
Boilerplate 133
Editing 133
Video News Releases 134
Concept Case 8.2: Writing a Press Release 135
Reflection Questions 135
Chapter Key Terms 136
Application Assignments 136
Practice Portfolio 137
CHAPTER 9: Selling the Story
Classic and Cutting Edge: MPR Global 139
Newsworthiness 140
Elements of a Persuasive Pitch 140
Credibility 141 /
Relationships 141
Beliefs and Values 142
Interests 142
Communication 142
The Pitch Letter 143
The Opening 143
Familiarity with Connector 144
Background Information and Research 144
Support Elements and Additional Sources 145
Action Step 145
Concept Case 9.1: Making the Pitch 146
The Power of Embargos and Exclusives 147
Pitching a Blogger 148
Pitch Live 148
Contents
Mining Editorial Calendars 148
Follow up, Follow up, and Follow up! 149
Tips for Getting You Through the Pitching Process 150
Reflection Questions 151
Chapter Key Terms 152
Application Assignments 152
Practice Portfolio 153
CHAPTER 10: Social Media
Classic and Cutting Edge: Wine Library 155
What Is Social Media? 157
Social Networks: A Tool of Inclusion 158
MPR on Public Social Networks 159
Creating Your Own Social Network 160
Concept Case 10.1: Social Climbing 161
Wonderful World of Wikis 161
Blogs Big and Small 162
Create Your Own 163
Participate in the Blogosphere 164
Micro-blogging 164
Video Sharing and Podcasts 165
User-generated Content: Bookmark, Review, Rate, and Co-create 166
Bookmarking 166
Ranking and Reviews 167
Co-created Content 168
Connecting the Dots of Social Media 168
Concept Case 10.2: Melding Social Media 169
Reflection Questions 169
Chapter Key Terms 170
Application Assignments 170
Practice Portfolio 171
CHAPTER 11: Events
Classic and Cutting Edge: Ben & Jerry's 173
MPR Approach to Events 174
Planning and Executing Successful MPR Events 175
Trade Shows 176
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Seminars and Conferences 179
Marketing with Community and Cause-related
Events 180
Concept Case 11.1: Community Events 183
Planning and Executing Press Conferences 183
Setting Up a Press Conference 183
Making Your Statement 185
Starting the Press Conference 186
Running the Press Conference 187
Concept Case 11.2: Press Conference 187
Reflection Questions 187
Chapter Key Terms 188
Application Assignments 188
Practice Portfolio 188
CHAPTER 12: Experts and Interviews
Classic and Cutting Edge: Philippe Becker 191
Creating Experts for Marketing Purposes 192
Getting Published 193
Articles 193
Write a Book 195
Case Studies and White Papers 197
Blogs and Podcasts 197
Speaking 198
Being an Expert Source 199
Concept Case 12.1: Expert Advice 200
Interviews: Preparation and Practice 201
Prepare 201
Practice 202
Executing the Interview 203
Concept Case 12.2: Interview Time 205
External Experts 205
Reflection Questions 206
Chapter Key Terms 206
Application Assignments 206
Practice Portfolio 207
Contents
CHAPTER 13: Crisis Management
Classic and Cutting Edge: Blood Diamond 209
Crisis for Marketers 210
The Role of New Media in a Crisis 211
Creating a Crisis Communications Plan 213
Concept Case 13.1: Crisis Plan 216
Rules for Implementing the Crisis Management
Plan 217
Post-crisis Opportunities and Evaluation 218
Concept Case 13.2: It Happened! 219
Reflection Questions 219
Chapter Key Terms 220
Application Assignments 220
Practice Portfolio 220
CHAPTER 14: Planning and Measuring
Classic and Cutting Edge: Caffeine "Buzz"
Agents 223
MPR Plans Are Multifunctional 225
Situation Analysis 225
Define the Problem 225
Positioning and Resources 225
Target Market 226
Interaction with Other Functions 226
Goals and Objectives 227
Formulating Strategies and Tactics 228
Concept Case 14.1: Tactics 230
Measuring Success 231
Media Mentions 231
Word-of-mouth 232
Concept Case 14.2: Measuring the Buzz 235
MPR Plan: The Document 235
Reflection Questions 236
Chapter Key Terms 236
Application Assignments 236
Practice Portfolio 237
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Appendix 1 Course Capstone Project 239
Appendix 2 Introduction to Blogs: A Quick Guide to Understanding and
Maximizing Communications Efforts in the Blogosphere 243
Appendix 3 Beyond Blogs: Learn How RSS and Podcasting Can Influence
Your Communications Efforts 249
Appendix 4 Staying Afloat in a Sea of Social Media: An Intelligent Approach
to Managing and Monitoring Social Media 255
Appendix 5 Identifying Story Ideas 261
Glossary 267
Notes 273
Name Index 279
Company and Organization Index 281
Subject Index 285